Viral marketing is a technique that uses word of mouth or email to reach and affect an audience. The goal of a viral marketing is to create "buzz" about a product or idea, so that the idea spreads widely. If effective, viral marketing may require very little effort on the part of the propagandist, as the recipients of the message become the primary agents who spread it to other people. On the other hand, the weakest thing about this form of marketing is that it is hard to control. Like the "telephone game" that children play, the message may change as it passes from ear to ear.

Yet this marketing method is under used by Real Estate Agents to sell listing and in self marketing. But friends open friends emails. People will send emails to their friends when they want to provide some information to their friends. Perhaps the news is "Our house is for sell! Do you know anyone that might be interested? Could you forward this email to them?" or perhaps "WE SOLD OUR HOUSE! Here is our new address". Self marketing for these viral marketing examples would be when the email sent by your client to their friends and then perhaps sent to their friends friends has your photo and contact information.